The Role of Media and Representation: How Black Women Can Influence Narratives in the New Era

As we reflect on the recent election, one undeniable truth comes to light: the media’s role in shaping public perception is decisive, and its impact on Black women in politics—especially those at the highest levels—is profound. The coverage of Vice President Kamala Harris’ historic campaign highlighted, once again, the unconscious bias that often influences media narratives. For Black women in the public eye, media representation isn’t just about visibility but fair and accurate storytelling.

As we examine how the media covered this election, we must recognize how unconscious bias played out in the narratives surrounding Harris’ candidacy. Here, we explore specific examples from the campaign and discuss Black women's opportunity to reshape and reclaim these narratives.

1. Unconscious Bias in Language and Framing

During the election, the way media outlets described Kamala Harris often differed starkly from their descriptions of her opponents. Words like "ambitious" and "aggressive," which were frequently used to critique her campaign style, carry an implicit bias when applied to Black women, often casting them as overly assertive or out of place. In contrast, similar qualities in male candidates were often framed as leadership or strength.

Example: Multiple mainstream media outlets commented on Harris’ “relentless ambition” in a way that felt judgmental, subtly reinforcing the stereotype that Black women who pursue power are less likable or “too eager.” In contrast, male candidates were praised for their “drive” or “determination.” This double standard not only influenced public perception but also reinforced the outdated notion that assertive Black women are somehow “threatening.”

2. The Overemphasis on Electability and “Likability”

For many Black women candidates, including Harris, “electability” and “likability” often become coded discussions that question whether the public is ready for a Black woman leader. The media coverage surrounding Harris’ campaign frequently focused on these qualities, subtly implying that her gender and race were obstacles rather than assets.

Example: Throughout the campaign, coverage often returned to whether Harris was “likable enough” to be elected. This emphasis on likability disproportionately affects Black women in politics, who are usually unfairly held to impossible standards of both relatability and competence. By repeatedly questioning her electability in terms of personal charm, the media set a higher bar for Harris than for her peers, contributing to the narrative that Black women have to prove themselves in ways others do not.

3. Minimal Focus on Policy Expertise and Accomplishments

Despite her extensive background as a senator and former attorney general, Harris’ policy work often took a backseat to personality-driven stories. Her accomplishments on issues like criminal justice reform, healthcare, and voting rights—which resonate with many communities—were underreported or overshadowed by sensationalized narratives.

Example: When Harris spoke about her record on criminal justice, her policy proposals often received less in-depth analysis than her demeanor or campaign tactics. The media’s choice to focus on style over substance robbed voters of the chance to fully appreciate her policy expertise, subtly diminishing her qualifications compared to her opponents.

4. The Use of Double Standards in Coverage

Black women politicians often face a unique set of double standards. They’re expected to be assertive but not “too aggressive,” confident but not “overly ambitious,” and relatable without being seen as unprofessional. Harris’ media coverage frequently reflected these biases, with outlets scrutinizing her more closely and critically than her counterparts.

Example: When Harris’ record on specific issues was critiqued, coverage was often harsher and more personal than similar critiques of other candidates. Her decisions as a prosecutor were dissected in a way that usually missed nuance, framing her as inconsistent rather than pragmatic. This double standard reflects how the media can sometimes undermine Black women’s leadership by holding them to standards that few, if any, can meet.

5. Racialized and Gendered Stereotyping

Throughout the campaign, Harris was subject to subtle (and sometimes overt) racial and gender stereotypes. Whether through the questioning of her heritage or speculation about her motives, the media’s portrayal often reflected implicit biases that pigeonholed her identity rather than celebrating it.

Example: Some media outlets questioned Harris’ “Blackness” due to her mixed-race heritage, attempting to define her identity in narrow terms. This fixation on her racial background minimized her experiences and contributions, reducing her narrative to superficial discussions rather than focusing on her policies or vision.

A Call for Change: Black Women’s Role in Reclaiming the Narrative

The portrayal of Black women in the media—significantly when they rise to prominent positions—must change. Black women in journalism, political commentary, and media are crucial in challenging biased narratives and ensuring more accurate, balanced coverage. By entering these spaces, Black women can reshape the narrative around their identities, accomplishments, and leadership styles, pushing back against stereotypes and unconscious biases.

1. Encouraging Diversity in Newsrooms

A lack of diversity in newsrooms often contributes to narrow perspectives on Black women’s stories. News organizations must invest in hiring and promoting Black women journalists, editors, and producers who bring lived experience and cultural understanding to their coverage. Diverse perspectives in newsrooms are essential to achieving fair and nuanced storytelling.

2. Creating Media Spaces Owned by Black Women

Ownership of media platforms allows Black women to control the stories told about them and set the tone for broader conversations—black women-led media spaces—whether traditional or digital—offer a way to uplift marginalized voices. Publications, podcasts, and digital series led by Black women can provide counter-narratives and amplify stories that mainstream outlets may overlook.

3. Demanding Accountability from Mainstream Media

As audiences, we have the power to demand fairer coverage. By holding mainstream media accountable through social media, letters, and organized campaigns, Black women and their allies can push for more responsible journalism. When audiences call out bias, media organizations are more likely to take steps to address it.

Moving Forward: Crafting New Narratives

The media’s portrayal of Kamala Harris and other Black women leaders is part of a more considerable challenge. As Black women enter spaces of influence in journalism, commentary, and media production, they’re paving the way for honest, complex, and representative narratives. By influencing these narratives, Black women can shift public perception, redefine leadership, and help create a media landscape that honors their full humanity.

As we look ahead, reshaping media narratives isn’t just about correcting past mistakes. It’s about creating a new vision for what Black women’s leadership looks like—and ensuring that future generations of Black women in politics are seen, valued, and respected for who they are.